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Informationen zum Autor Richard Harris , University of Bristol, UK. Peter Sleight , Target Market Consultancy, UK. Klappentext Geodemographic classification is 'big business' in the marketing and service sector industries, and in public policy there has also been a resurgence of interest in neighbourhood initiatives and targeting. As an increasing number of professionals realise the potential of geographic analysis for their business or organisation, there exists a timely gap in the market for a focussed book on geodemographics and GIS.Geodemographics: neighbourhood targeting and GIS provides both an introduction to and overview of the methods, theory and classification techniques that provide the foundation of neighbourhood analysis and commercial geodemographic products. Particular focus is given to the presentation and use of neighbourhood classification in GIS.* Authored by leading marketing professionals and a prominent academic, this book presents methods, theory and classification techniques in a reader-friendly manner* Supported by private and public sector case studies and vignettes* The applied 'how to' sections will specifically appeal to the intended audience at work in business and service planning* Includes information on the recent UK and US Census products and resulting neighbourhood classifications Zusammenfassung Geodemographic classification is 'big business' in the marketing and service sector industries, and in public policy there has also been a resurgence of interest in neighbourhood initiatives and targeting. As an increasing number of professionals realise the potential of geographic analysis for their business or organisation, there exists a timely gap in the market for a focussed book on geodemographics and GIS.Geodemographics: neighbourhood targeting and GIS provides both an introduction to and overview of the methods, theory and classification techniques that provide the foundation of neighbourhood analysis and commercial geodemographic products. Particular focus is given to the presentation and use of neighbourhood classification in GIS.* Authored by leading marketing professionals and a prominent academic, this book presents methods, theory and classification techniques in a reader-friendly manner* Supported by private and public sector case studies and vignettes* The applied 'how to' sections will specifically appeal to the intended audience at work in business and service planning* Includes information on the recent UK and US Census products and resulting neighbourhood classifications Inhaltsverzeichnis List of Case Study Contributors xi Preface xiii 1 Introducing Geodemographics 1 Learning Objectives 1 Introduction 2 1.1 The use of geodemographics 3 1.2 A simple application: opening a coffee shop in Atlantic City 5 1.3 Another application: guiding neighbourhood regeneration funding 10 1.4 Using geodemographics for retail targeting 12 1.5 How it works: a short theory of geodemographics 14 Case study: modelling price sensitivity and geodemographic categories in the restaurant market 19 Case study: using geodemographics in the public sector 21 1.6 Where next? An overview of the following chapters 24 1.7 Conclusion 26 Summary 26 Further Reading 27 2 London to Chicago and Back Again! The Origins of Geodemographics 29 Learning Objectives 29 Introduction 30 2.1 The life and labours of an early neighbourhood analyst 30 2.2 From London to Chicago and beyond! 37 2.3 A note on measuring deprivation 42 Case study: Charles Booth - yesterday once more? 45 2.4 Conclusion 49 Summary 50 Further Reading 51 3 The Evolution of Geodemographics and the Market Today 53 Learning Objectives 53 Introduction 54 3.1 From census ...
